Closing Time
For some sales professionals, closing the sale is the hardest, most elusive part of the profession. The reason many people have difficulty is simple--we are all human and we all fear personal rejection. However, the remedy is simple, too. Remind yourself that this is business, not personal, and any rejection should not be internalized and viewed as a personal rebuff. The service is being rejected, not you.
So, now that you know it's not personal, what do you do? You go for the close. One of two things can happen. Your prospect can say "Yes" - which means they want your service and you get a signed a signed agreement, or your prospect can say "No," which is everything else, including objections, stalls, and "maybes". If you recognize that only two things can happen, you realize that you have a 1 in 2 chance of closing the sale! So, why be afraid--those are better odds than you'll find at any casino!
When the prospect starts hedging or coming up with excuses or objections, that is the time to stand your ground. Don't just accept the objection; ask him WHY he feels that way, what previous experience has left him with this impression, what does he need from you to change his mind.
Don't leave until you know WHY the prospect is reluctant and HOW you are going to work to make him willing and enthusiastic about signing with you. At the very least, if you can't get a committed sale, be sure to get a commitment for a future meeting to answer his objections. Don't let him delay that meeting. Each day lost puts you one step further away from the sale.
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© 2001, The Green Sheet, Inc.
